2 minute read
Immunity
from DSN-1121
by ensembleiq
Better off Safe than Sorry
COVID-19 concerns and healthy food trends are driving immunity supplement sales
By Carol Radice
An ounce of prevention is worth a pound of cure,” Ben Franklin told Philadelphians in 1736. Nearly 300 years later, his adage lives on, with COVID-19 continuing to heighten interest in supplements purported to boost immunity. In 2020, sales hit $6.58 billion, nearly a 12% increase over 2019 in a category that has traditionally experienced single digit annual growth, according to Nutrition Business Journal. This year should also be promising.
Top-selling immune defense supplements and ingredients include old standbys like probiotics, zinc, and vitamins C and D3, as well as more recently popularized herbs such as turmeric and elderberry. There also is increased demand for all natural, plantbased supplement ingredients; new delivery forms like gummies, drinks and powders; and children’s immunity supplements. Private label is expanding, too.
“During the pandemic, people increased awareness and concern for immune health,” said Maria Brous, director of communications at Lakeland, Fla.-based Publix. “We’ve experienced increased vitamin and supplement sales, specifically those with elderberry, zinc, and vitamins C and D. This was across brands, price points, [delivery] forms, and both single and blended formulas. We also saw digestive health and stress/sleep segments thrive for their correlation to immunity and well-being.”
Immune supplements cannot prevent or cure COVID-19, but a healthy immune system may help avert serious illness if the virus is contracted. This thinking has attracted new users and driven sales.
Piping Rock, for example, saw sales of its Nature’s Truth zinc supplements increase 454% for the four weeks ending Sept. 11, 2021 over the previous four-week period, said Kimberly Vigliante, senior vice president of wholesale sales and marketing. Vitamin D sales grew 100% while elderberry products’ sales climbed 63%.
Shoppers’ growing knowledge regarding natural foods and antioxidants is helping to drive growth as well. Research by probiotics supplier ADM Protexin identified health and immunity among 2021’s top five global food and beverage trends. It found that 31% of consumers buy healthier products and half prefer food and beverages containing naturally beneficial ingredients. “Consumers have increased daily fruit and vegetable intakes, looking for natural ways to increase their immunity,” said brand manager Alexa Wood.
They want supplements with plant-based natural or organic ingredients. APAX’s Feel Good brand offers immune support, vitamin-enhanced supplements containing ingredients from real fruits and vegetables. “It’s not just about taking a vitamin,” said Mike Frink, vice president of sales. “Natural and organic changed how people think. COVID amplified that. Even rural America is thinking twice about what they’re eating.”
COVID-19 concerns and natural ingredients trends are attracting more young consumers to the immune defense segment. Historically, many supplement users have skewed older.
“Customers have changed from being largely boomer age on up,” said Raj Konanahalli, a managing director in the consumer products practice at Alix Partners. “Millennials want this stuff; even kids talk about it. But it’s not one versus another demographic. While immunity supplements skew a bit towards higher income customers, they’re crossing all ethnicities and incomes.” dsn
